The Value of Online Reputation in Healthcare
Online Reputation has become a very important factor in all aspects of life. Within the healthcare industry specifically online reputation can be the deciding factor when it comes to a patient choosing a provider. Online reputation, within a split second, can show a practice's credibility, trustworthiness, and their ability to provide their patients with satisfactory care. It is important, as a business, to invest the proper time and resources into building and maintaining a strong online reputation.
Importance of Online Reputation in the Digital Age
Online presence and reputation have become increasingly important factors in the healthcare industry. The first thing a potential patient will see when researching for a provider is their ratings, reviews, and listings. If a patient does not like what they see right off the bat, it is very unlikely that a patient will choose your practice. Additionally, a company's reputation accounts for 63% of its market value, so having a reputable brand is invaluable for your practice.
Why Online Reputation Matters in Healthcare
Online Reputation matters in all aspects of life, but specifically in the healthcare industry it becomes even more important. More than a third of patients say that their doctor's online reputation is very important, and this is a higher percentage than in any other industry. Patients need to trust that they are putting their health into the right hands. Additionally, patients will be researching and comparing multiple healthcare providers to find the right one for them. By increasing your online reputation you can stand out from competitors and increase the likelihood of being chosen by potential patients. Having a strong online reputation will start to form a level of trust between patient and provider, and patients will be more likely to perceive their experience as satisfactory.
The Impact of Online Reviews on Healthcare
Online reviews are one of the most influential factors in play when it comes to making decisions about what restaurant to eat at, what clothes to buy, and most importantly: which doctor to trust. In fact, about 94% of patients today use online reviews to evaluate providers. (Medical Economics). Online reviews will shape a practice's reputation and impact patient decision making, search engine rankings, and reputation management.
Patient Choice
The most obvious impact of online reviews on healthcare is the influence of reviews on patient choice. Data shows that 59.9% of patients say they’ve selected a doctor based on positive reviews, and nearly the same percentage, 60.8% of patients say they’ve avoided doctors based on negative reviews. Clearly online reviews heavily sway the decision of patients when they are choosing a physician or provider.
Google Search Ranking
Online reviews also impact search engine rankings. For Google Search, it’s estimated that around 13% of search ranking is tied to online reviews. This means that the better your reviews, the more likely your practice will have a higher ranking on google and show up towards the top. 92% of people never go past search page one, so in order for your practice to even be in the running for potential patients, your practice has to have a high search engine ranking. This ranking can be improved by better online reviews.
Reputation Management
Online reviews also offer an easy way to manage your online reputation. Receiving bad reviews is never optimal as 94% of consumers admit that a bad review will make them avoid a business, however 45% said that they are more likely to visit a business if they respond to negative reviews. Additionally, 55% of consumers said if a business owner responds to their review they would feel positive about a business. Most importantly, responding to negative reviews and offering solutions to unhappy patients, often influences these patients to go back and change their formerly formally negative review to a more positive one. Simply by responding to reviews, providers can increase patient experience and take better control of patients' opinions on their practice.
Comparison with Word-of-Mouth Referrals
Previously, word-of-mouth referrals would be the most effective way to decide to trust and choose a healthcare provider. NowadaysHowever, 83.3% of patients said that they trust online reviews and ratings more than personal recommendations. The impact that online reviews and ratings have on the healthcare industry is unquestionable and online reputation becomes increasingly more important because of it.
Benefits of a Strong Online Reputation in Healthcare
A strong online reputation within healthcare has a variety of benefits, including, increased patient acquisition, improved patient engagement, enhanced provider reputation, and more efficient marketing and growth. ABy having a strong online reputation and presence will attract more patientspatients will be more attracted to your practice. A stronger reputation also builds trust and loyalty with patients. They can better engage with your content and with your practice, through online interactions if your brand is deemed as reputable. Another bonus of a strong online reputation is showcasing your expertise and quality care. Not only will you attract patients, but a strong and respected reputation attracts top talent and potential collaborations with other healthcare professionals.
Overall, a strong online reputation will increase growth and allow for more efficient marketing strategies. A stronger reputation will also increase visibility and allow a larger audience to be reached. We have found that 86% of people will pay more for services from a company that has higher ratings and reviews. This by itself offers enough incentive to create a strong identity and reputation.
Managing and Monitoring Online Reputation
It is very clear that a strong online reputation is very beneficial and necessary for optimal growth and performance, but how is this accomplished? There are a few strategies that providers can use to manage their online reputation. Encouraging and responding to online reviews and patient feedback, claiming and optimizing online profiles, and using reputation management software. Each of these strategies build a strong brand and online presence, fostering trust and valued relationships with existing and potential patients. To learn more about how you can manage your online reputation, click here!
Best Practices for Healthcare Providers
Specifically there are certain traits and practices that providers can implement to encourage a positive relationship with patients. Simply being transparent and honest in online interactions can go a long way and build trust with patients. Proactive reputation management such as addressing issues before they escalate and active monitoring of online presence ensure that you are aware and ahead of any potential problems. Additionally, by utilizing social media effectively, but continuing to stay consistent with offline patient experience, patients will form a better opinion on you as well as your practice.
Final Thoughts on Online Reputation in Healthcare
Online reputation does and will continue to play a critical role in attracting and retaining new patients. Online reviews have started to be the most trusted opinions, which gives reviews the power to grow your business exponentially or completely drive away potential new clients. Monitoring and managing these reviews as well as online presence and reputation will be essential for healthcare providers as we move farther into a digital landscape. To read more about the importance of online reputation and success stories with Layline Reputation Management software, click here!